1DIGITAL CREATIVE PRESENTATION3
*Client dataBUSINESS CONTEXT LEADING CHAMPAGNE BRAND IN CHINA ENJOYING HIGH AWARENESS 40% Market share | leader in both value and volume terms* 4
*Client dataKEY TASK CONSOLIDATE BRAND LEADERSHIP
LEVERAGE KEY OCCASIONS AND BUILD ROBUST OCCASION ASSOCIATIONS5TO UNDERSTAND OCCASIONS, MUST FIRST UNDERSTAND OUR AUDIENCE’S LIVES
*Client data6
*Mintel Leisure Time China 20157LEISURE MEANS DOING MORE NOT DOING LESS8
80% of middle and upper class Chinese want to see more entertainment options
65% spent more time on holidays, activities and entertainment
*Mintel Marketing to Middle Class China 2015THE MORE I DO THE MORE I AM9
*Mintel Marketing to Middle Class China 201510RELAXATION
LINEAR PROGRESSRECHARGE
MANY LIVESWORK LIFE BALANCEWORK LIFE INTEGRATIONFROMTO11IT IS ABOUT LIVING A MAXIMUM LIFE
BY MAXIMIZING EVERY MOMENT12
“Work is crazy busy but I somehow never find myself complaining. I try and make a little time for dance every now and then. And those 1.5 hours of dance keep me going the whole week. ”
Fan Jing, 28
Logistics manager, SH
BECAUSE A MOMENT SPENT WELL CAN LAST AN ETERNITY13PRODUCT CONNECT WHY CHAMPAGNE IS THE CONSUMMATE MAXIMISER14WORLD OF CHAMPAGNEWORLD OF WINECelebration Companionship Outgoing InwardProactively creates opportunity for celebration Needs opportunityLivelySubduedDependent on external catalystContagious, with its own WOMMellowRefreshment and renewalAlways social Solo/Social15BUBBLES SIGNAL FRESHNESS WHILE THE POP SENSORIALLY CUES A PUNCH OF ENERGY16MOET CHANDON BELIEVES THAT INSIDE EVERY MOMENT IS A WORLD OF INFINITE JOYFUL POSSIBILITIES WAITING TO BE UNLOCKED17BRAND ROLE MOET AND CHANDON IGNITES YOUR MOMENTS, MAKING THEM LARGER THAN LIFE 18COMMUNICATION PLATFORM
ELEVATE YOUR MOMENTS, ELEVATE LIFE.WHAT’S THE MEANINGFUL TRUTH BEHIND THESE CELEBRATION MOMENTS, THAT CAN BE OWNED BY MOET?BirthdayEOYNightOpportunities19Birthday“On my birthday, I can’t help thinking back how far I’ve come along.”BIRTHDAY = CELEBRATING NOT THE CULMINATION OF A GREAT YOU BUT THE BEGINNING OF A GREATER ONE“When I blow off the candles, I feel a new me being ready for the future”EOY20“Upon new year, everything looks new and shinny. I write down new year resolution for the new better me.” “I usually spend new years eve with my beloved ones. Looking back on the past year, I feel grateful of their accompany and my own achievements.”EOY = CELEBRATING NOT THE CONCLUSION OF A PROSPEROUS YEAR BUT THE BEGINNING OF AN EVEN MORE PROSPEROUS ONENight21“When I enter the club, we forget about all the troubles during daytime. It’s a new world for me, I just want to enjoy the show.”EOY = TOASTING NOT TO A TERIFFIC DAY GONE BY BUT TO
AN EVEN MORE TERIFFIC ONE AHEAD22 3 OCCASION CAMPAIGN IDEA
WITH GRAND EVERY CLOSURE,
COMES A GRANDER BEGINNING23MOET X BIRTHDAY 24
前年那个走过山川河海的自己，
在去年，
收到“明年要翻过更多山丘哦”的生日祝福，
是啊，还有好多我没看过的东西呢。
今年，我越过了更多山丘，看过了更大的世界，
我把它们记录成文字，
朋友问，我的杂志可以用你这些文字吗？
同不同意？再想想。
“今年又这么厉害，明年准备怎么闪我们呀？”
怦——
我的节日，我的节点——
生日。
生日自然快乐，因为继续闪耀着的更多更多，正在来的路上。MANIFESTO2526前年的纽约，时代广场、皮草、香槟配生日。
这是她与最好的姐妹，为了她晋升公司高管的特别庆祝。
在26个字母构成的世界里，香槟传递超越语言的闪耀。
时间滑到去年，在地中海的游轮上，
他单膝跪地，chaumet钻戒和香槟，都在等她。
她点头的那一刻，波光粼粼不及她一分闪耀。
今年，她的生日，有的不止姐妹和他。
香槟开启，她是闪耀的中心。
“先不喝，三个月后再约。”
新的生命正在孕育，新的篇章即将开启。
生日快乐，
因为继续闪耀着的更多更多，
正在来的路上。
生日快乐，继续闪耀！生日快乐，继续闪耀27你说，我拍的你，总是很好看，
你说，我从未让你失望过。
这句话，也是我要对你说的。
一个摄影师，最大的幸运，
就是遇见一个在高清镜头下，
依旧每一寸都闪耀着光芒的你。
第一年拍你，惊艳——你是仙女；
第二年拍你，感叹——你甚至比去年更美；
第三年拍你，叹服——原来美真的没有止境……
而你，在这些年里，
也一路从女演员、制片人到今天无可取代的范爷。
你的生日，
千言万语不如一句：生日快乐，继续闪耀！“拍你拍了好几年”——陈漫28我曾经很好奇你到底是不是人类，
先别生气，
我的意思是，
若你没有一双翅膀，你怎么能总在飞翔？
认识你第一年，你飞去撒哈拉的边境，
认识你第二年，你飞去乌尤尼盐沼的中心，
认识你第三年，你飞去更多只出现在别人梦里的场景……
姑娘啊，认识你是我三生有幸，
你让我确信，
有的人就算不会飞，
但她心里长着一双翅膀，
你一年，一年，又一年，
用自由的心，散发让我迷醉的闪耀。
你生日了，又大一岁了，
难得正经说一句：生日快乐，继续闪耀！“你大概有一双翅膀吧”——Solo29美容护肤你比我懂，
最新流行色你已穿上身。
第一杯香槟是你带我喝，
第一次失恋是你陪我。
你说他日我结婚，
你会把你结婚时戴着的项链送我。
你不懂做饭下厨，
你不要求我第一，
但你要我自爱独立。
我问你什么是美。
你说钻石美不美，星星美不美，爱人注视着我的眼光美不美。
你说闪耀就是美。
妈妈，我想你可能不知道，
对我来说，钻石也好星星也罢，
都不及你。
你生日啦，肉麻话不会说，
只有一句非说不可：生日快乐，继续闪耀！“喝一世香槟，顺便启发我这样的小文青”——窦靖童30一起来闪耀吧31一起来闪耀吧我是你的生日礼，
如此我便不会缺席，你的生日。Mandy32#为什么她可以一直那么亮#
范冰冰每一年都继续闪耀的故事。#你收到了一份礼物#
导流网友至campaign site。#最闪生日祝福#
朋友生日，祝福语大集合，教你说出世界上最动听的生日祝福。#只有你最闪耀#
十个闪耀故事，十段闪耀经历。Social Content#下一年，继续闪耀#33特制限量生日moet香槟，瓶身暗藏生日祝福惊喜：
撕开瓶身，即可看见moet特制生日祝福语。生日快乐的另一种闪耀说法喝一辈子香槟，闪一辈子耀，
顺便启发几个文艺男青年。哪敢送你钻石，
没有一颗钻石比你闪耀。好啦好啦今天你最美，不过说实话，平时也的确是美不过你。“闪耀”的百度词条，配图应该放你的照片。34在pub庆生购买moet香槟，即可赠送闪耀生日惊喜，播放pub特制性感生日歌。
邀请代言人斯嘉丽录制一段性感声线生日歌，加上10个常用英文名（如To：tom、bella等），营造明星真实生日祝福即视感。闪耀惊喜35MOET X EOY 36“怦”，烟花漫天灿烂；
“怦”，新的一年如约而来；
“怦”，香槟喷涌而出；
“怦”，和过去的时光说再见；
“怦”，迫不及待地迎接未来；
“怦”，生活开启新篇章。
一切新气象，都从“怦”开始。MANIFESTO38倒数计时，开始！#怦然新动#新年玩接龙，倒数5天，你想要…… ！3940414243听听怦然新动的声音44#怦然新动#怦，新年好彩头！新年趴上，烟花和香槟都已做好准备，只等时间一到，怦怦不停！在香槟打开的瞬间，你会掀开怎么的新年篇章呢？先来翻翻看，讨个新年好彩头吧～#怦然新动#遇见新年好彩头探新旅程全新机遇新动爱情新鲜不断友谊常新崭新自已迎新好运人生新篇崭新视界45
“就像新娘要扔捧花，香槟也该有它独有的仪式动作。”电台合作：
新年找“怦动”，号召参加新年趴的人找散落未知角落的瓶塞“怦”“香槟怦地打开，好彩头自然来。”“找到香槟瓶塞的会是明年最幸运的人！”新年找“怦”动46Moet x Night
47夜晚，注定和白昼有着截然不同的意义，
好像有夜色的笼罩，就可以卸下保护色，
做回一个大胆的自己。
进入pub，在昏暗情迷的灯光下，
酒水入肠，荷尔蒙四处游走，
那个不一样的我才会露出真面目。
打开香槟，
放身体里的另一个自己出来吧，
好戏就要开始了……MANIFESTO4849开了香槟，
好像任何搭讪都有了名正言顺的理由！
在碰杯时刻你会碰出什么好戏？5051碰一碰，好戏来了夜色已深，
但pub热闹依旧，
音乐轰响暧昧四溢，
拿着香槟的你，
会在一次次碰杯中发生怎样的好戏？灯光迷离，
你又偷瞄了一眼隔壁桌，
对好友说：“他好像一直在看我。”想要“被搭讪”？
先和他碰个杯！>> 和你身边朋友的手机碰一下吧碰一碰，好戏来了54碰一碰，好戏来了气氛很嗨，
你们热火朝天聊着
新晋鲜肉男明星，
时不时听见
身后那桌传来他的名字
想要一起犯花痴？
先和她们碰个杯！“多一张明天演出会的门票，
一起吗？”碰出你的真实好戏》舞池右后方的女生
跳得很嗨，
这是她对你抛的
第3个媚眼。
你的身体蠢蠢欲动？
先和她碰个杯！“喝一杯才敢过来，
胆小鬼。”碰出你的真实好戏》5556TREND SETTERThose who start a new fashion or trendLIVE THE NOWThose who live in the momentBUZZ CREATORThose who give advise in fashion and deconstruct trendsiWOM spreading, always-on content seedingMISSIONARYThose who spread the wordsContent recreation in a more acceptable and useful mannerInspirational post, build competitivenessGenerate broad awareness, attend PR eventsWHO THEY ARE?WHAT ROLES THEY PLAY?KOL STRATEGY57Liu Wen
Fans: 13 million
ModelTong Li Ya
Fans: 24 million
Actress“This is my moment with Moet”TREND SETTER58咆哮女郎柏邦妮
Fans: 630k
Scriptwriter
“不知道自己下一个要写题材会是什么，就像门外有哈尔的移动城堡，打开门，哇！新的一站。”谢谢和菜菜为爱走天涯
Fans: 826k
Travel photographer
“无拘无束的旅行已经是过去的故事。我们正在努力去追求新的梦想。”范湉湉Vila
Fans: 765k
Debater from Qipashuo
“记录自己的点滴，仿佛这样就不会丢失了回忆一样”飞机的坏品味
Fans: 2m
creative man, Writer
“何必希望过别人的生活，你不知道你所拥有，已是多少人渴望。”Nicole的生活书
Fans: 1.8m
Food writer, gourmet
“生活嘛，就要多一些仪式感，善待每一天，会收获更多”亭林镇工作室
Fans: 3.8m
Han Han’s band studio
“即使最平凡的人也要为他生活的那个世界而奋斗”LIFE AMPLIFIER“I live grand to GRANDER”59石榴婆报告
Fans: 40k
Fashion tips provider, iconic key opinion leader瘦马
Fans: 4.1m
CEO of a fashion companyChrison克里森
Fans: 2.1m
Weibo fashion expert吉良先生
Fans: 2.1m
Fashion critic, Awesomethings
Fans: 1.6m
Fashion & beauty & lifestyle Anny_StyleOnTop
Fans: 870k
Fashion, art, lifestyleGogoboi
Fans: 4.9m
fashion critic on Weibo. MISSONARY“Let me show you how Moet elevates your life in 365 ways”60CherryGun陈星如
Fans: 304k
StylistFreshBoy
Fans: 490k
Fashion guides writer包公子姐儿
Fans: 280k
Weibo fashion iconMOK莫轻浮
Fans: 40k
Travel photographer陶冶Matt
Fans: 240k
Host of food programNeilWang王静昌
Fans: 240k
Fashion magazine editorFashionModels
Fans: 240k
Weibo fashion icon王义博
Fans: 750k
PhotographerBUZZ CREATOR“Check out my #MoetMoment! ”6162“Light straw, nice floral and citrus with tropical fruits on nose…”
“Bright red fruit aromas with pleasant dry flower combined with a hint of lolly”
AS A WINE WITH AN INHERENTLY SPRIGHTLY AND FROLICSOME PERSONALITY63CHANDON BELIEVES WHEN LIFE IS MORE FUN WHEN YOU HAVE A SPRING IN YOUR STEP64A PLAYFUL, LIGHT-HEARTED MIND FOSTERS SPONTANEITY, CREATIVITY AND GENUINE SOCIAL CONNECTIONS65CAMPAIGN IDEA THE BUBBLY SIDE OF LIFE让生活冒点泡After Work下班之后和同事喝喝酒聊聊天，会很有趣、很放松。和同事小聚，听到一些令人意外的八卦会很兴奋。工作压力大，就会很需要喝两杯和同事谈谈心吐吐槽。上班就等着下班和同事喝两杯，聊聊办公室里发生的“那点事”。After Work下班之后和同事喝喝酒聊聊天，会很有趣、很放松。和同事小聚，听到一些令人意外的八卦会很兴奋。工作压力大，就会很需要喝两杯和同事谈谈心吐吐槽。上班就等着下班和同事喝两杯，聊聊办公室里发生的“那点事”。 夏桐时间到！
今晚你打算……ONLINEOFFLINECHANDON×NICESOCIAL TOPIC《职场负能量爆棚？有样东西比鸡汤更管用》《女同事之间有真正的友谊吗？》《怎样跟老板提加薪成功率最高？》《这几类人最容易成为办公室红人》《沪上最有腔调酒吧推荐，给你一个喝的理由。》《宾夕法尼亚大学最新研究表明：爱聊八卦的女性寿命更长。》《时尚主编们下班后都会干些什么？》Home Gathering想让聚会变得有趣，得先来点“前戏”。轰趴之前如果没有音乐和酒……简直让人犯尴尬症。轰趴的时候要先喝两杯，才有勇气去认识新朋友。双休如果不能喝喝酒跳跳舞，上班还有什么劲呀。喜欢轰趴上和朋友交心的感觉。Home Gathering想让聚会变得有趣，得先来点“前戏”。轰趴之前如果没有音乐和酒……简直让人犯尴尬症。轰趴的时候要先喝两杯，才有勇气去认识新朋友。双休如果不能喝喝酒跳跳舞，上班还有什么劲呀。喜欢轰趴上和朋友交心的感觉。ONLINECHANDON×我有饭SOCIAL TOPIC《怎样操办一场“绯闻女孩”level的派对？》《最适合表白的十大场合》《水原希子最近举办了一场私密轰趴，趴体上竟然有…》《参加轰趴带什么礼物最得体？》《KTV、夜店玩腻了？不如办一场私人轰趴！》《十款比破冰游戏更能活跃气氛的“趴体酒”》89MRM COST ESTIMATION & SOWA-level Campaign
I. Campaign Development & Management: 46W
Campaign strategic & creative planning
PC campaign site creative development (6-8 screens)
Mobile H5 site creative development (10-12 screens)
Technical production
Social content planning & maintenance
Campaign weekly reporting
II. KOL management: 20W
KOL buying
KOL content planning & management
III. Video Shooting (optional) : 60-80W1.Campaign Brief
2.Campaign planning
Campaign strategy planning
Segmentation
Creative planning
Client confirmation
3.Campaign Execution
Content writing and layout design
Client confirmation
Technical development
UAT
Launch
4.Reporting & Dashboard:
Weekly reporting
Post Campaign reporting2016 Moet Cost Estimation & SOWB-level Campaign
I. Campaign Development & Management: 30W
Campaign strategy & creative planning
Mobile H5 site creative development (8-10 screens)
Technical production
Social content planning & maintenance
Campaign reporting
II. KOL management: 10W
KOL buying
KOL content planning & managementSocial Maintenance
Social content planning
4-6 monthly Weibo content copywriting & designing
4-6 monthly Wechat newsletter copywriting & designing
Monthly background image update
Fans & comment management
Monthly reporting
Reach for potential social partnership (partnership cost not included)66W * 2 A-level campaigns = 1.32million
(*video shooting not included)40W * 1 B-level campaigns = 40W6.5W * 12 months = 78WBirthday & EOY campaignBirthday campaignGRAND TOTAL: 2.5 MillionWeibo & WechatA-level Campaign
I. Campaign Development & Management: 40W
Campaign strategic & creative planning
PC campaign site creative development (6-8 screens)
Mobile H5 site creative development (10-12 screens)
Technical production
Social content planning & maintenance
Campaign weekly reporting
II. KOL management: 20W
KOL buying
KOL content planning & management
III. Video Shooting (optional) : 60-80W1.Campaign Brief
2.Campaign planning
Campaign strategy planning
Segmentation
Creative planning
Client confirmation
3.Campaign Execution
Content writing and layout design
Client confirmation
Technical development
UAT
Launch
4.Reporting & Dashboard:
Weekly reporting
Post Campaign reporting2016 Moet Cost Estimation & SOWB-level Campaign
I. Campaign Development & Management: 25W
Campaign strategy & creative planning
Mobile H5 site creative development (8-10 screens)
Technical production
Social content planning & maintenance
Campaign reporting
II. KOL management: 10W
KOL buying
KOL content planning & managementSocial Maintenance
Social content planning
4-6 monthly Weibo content copywriting & designing
4-6 monthly Wechat newsletter copywriting & designing
Monthly background image update
Fans & comment management
Monthly reporting
Reach for potential social partnership (partnership cost not included)35W * 1 B-level campaigns = 35W
discount price: 30W6.5W * 12 months = 78W“The Now”, Birthday & EOY campaignTennis Event campaignGRAND TOTAL: 2.63 MillionWeibo & Wechat1.Campaign Brief
2.Campaign planning
Campaign strategy planning
Segmentation
Creative planning
Client confirmation
3.Campaign Execution
Content writing and layout design
Client confirmation
Technical development
UAT
Launch
4.Reporting & Dashboard:
Weekly reporting
Post Campaign reporting2016 Chandon Cost Estimation & SOWSocial Campaign
I. Campaign Development & Management: 14W
Campaign strategy & creative planning
Mobile H5 site creative development (6-8 screens)
Technical production
Social content planning & maintenance
Campaign reportingWechat Maintenance
Social content planning
4-6 monthly Weibo content copywriting & designing
4-6 monthly Wechat newsletter copywriting & designing
Monthly background image update
Fans & comment management
Monthly reporting
Reach for potential social partnership (partnership cost not included)“Bubbly side of life” campaignGRAND TOTAL: 50W1 Social Campaign = 14W3W * 12 months = 36W93Any Question?
